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The case discusses the development of Valeur Absolue - the niche luxury perfume company - from its inception in 2012 through to 2022 and the leadership journey of its founder Bénédicte Foucart. In pursuit of her purpose to empower women and increase the positive energy in their lives, Bénédicte believed that she would be able to address women's needs for well-being, authenticity and personalisation by offering a unique 'plus que parfum' in a range of fragrances targeting various moods. Fast forward ten years: in 2022 the company is still developing, has overly-ambitious plans and no sustainable return on investment. Bénédicte starts to question whether her persistence has turned into stubbornness and what might be the best way forward just as a long-awaited order from one of the largest East Asia distributors of perfume and luxury goods lands on Bénédicte's desk. This order will put the company under even more financial strain; however, it might also finally put them on the map to become an acquisition target. The reader is left to evaluate the strategic options for Valeur Absolue to pursue. This case is the 4th Prize Award Winner in the 2024 John Molson MBA International Case Writing Competition.